Radio Attribution Revolution: New Technology, More Possibilities

September 27
 10:30 a.m. - 11:30 a.m.

Bonnet Creek Bonnet Creek 10

The effectiveness of offline radio can now be measured in an accurate and effortless way. Passive measuring tools allow marketers to prove ROI for radio ads and programming in real time.

Axwave, leader in audio-based Automatic Content Recognition, is currently powering TV and Radio audience measurement around the world, in partnership with some of the biggest players in the industry. But media exposure is just the first part of the equation: ads and programming trigger actions among consumers, from store visits to online purchases.

With radio ad spending said to increase more than 10% over the next three years, we can say that radio is still going strong. Axwave’s approach brings the offline and online worlds together, by tracking media exposure across different platforms (Radio, TV, OTT…), online behavior across multiple devices (browsing history, app usage, search terms, online purchases) and location (store visit). This is how the OMNIA panel was created: a real 360-degree view of the consumer that requires a single piece of software that can run in any device with a microphone (i.e. mobile phone, tablets). OMNIA enables advanced insights on the consumer journey, providing a unique dataset that helps marketers understand path to purchase, location/purchase attribution, and in general, ad and programming effectiveness.